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I am working for the Rushden lakes retail development.My task is to deliver some training materials to the retail outlets at Rushden lakes to explain the impacts of visual display techniques. I will also create a small report analyzing and evaluating the impact of the different techniques

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What is Visual Merchandising? Visual merchandising is the use and manipulation of attractive sales displays and retail floor plans. This is the method in which stores displays their products in order ti attract their target customers.
Reference:http://www.businessdictionary.com/definition/visual-merchandising.html

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One technique of visual merchandising is lighting. This method is looked upon to not be very important however it can actually have quite a big impact. For example if the store was quite dark but had bright lights shining on their displays it really brings attention to it. For example if you walked into a Nike store typically the display section of the shoes would be most lit up as it is the main attraction of the store and this technique helps bring attention to it as it will be the first thing people will be drawn to as they walk in.

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This is a display for certain Product used to attract customer and are strategically placed withinna customers journey. They are typically presented with bright Graphics in order to attract customer attention. This display technique is very cost effective as the stands are typically made out of cardboard which is not an expensive material to use allowing a company to not only save money but maximise their sales as customers will be drawn to the displays and be encouraged to buy the product. Reference: https://www.cestrian.co.uk/services/free-standing-display-units-fsdus/

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What is a retail fixture? This is a piece of equipment or furniture that is fixed in a building or vehicle. For example this may be where T-shirts are pilled on a desk or table that people walk past with the different sizes within the pile.

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This is where the products are placed around the retail store.The product placement is one of the most important display techniques as this is what draws the customers attention. Such things like discount products should be closer to the door as discount products will really get peoples attention. Another thing that should be at the front of the store is the newest product that they sell as this will typically attract customers as they will be intrigued to see what it is and get their hands on it.

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This is the way in which products are grouped together. For an example in a retail store such as boots hair products would be grouped together and perfume will be grouped together in another place around the store this is grouping similar products together making segments. Such stores like Tesco's have signs for each isles to say what segment or the store that isle is for example they have a segment for technology where you will find any technological product in that segment. This makes it easier for customers to find the product they are looking for. This is also time saving as for example someone went into Tesco's to buy clothes and socks they would go to the clothing segment of the shop where they would be able to find the products they are looking for. This can also help satisfy customers as you are putting them at ease with their shop in the store as they are not stressing that they cannot find what they are looking for

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Legal and safety regulations for visual merchandising.These regulations any retail store has to follow otherwise they will face consequences

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Legal & Safety regulations for Visual Merchandising

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Legal & Safety regulations for Visual Merchandising

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Point of sale and ticketing
The price of a product are typically shown on the actual product however you might find in some situations that you cannot present the price on the product in which you can present the product on a display instead. this is many done in departments stores and other retailers. For example a retailer selling TV's will have a POS next the product describing the product and whats good about with the price also on there in big bold font. Supermarkets use tickets which is a little slip typically placed on the edge of the shelf stating the price of the product for customers to easily see rather than put the price on each individual product as that is just time consuming. The placement of the ticket is very important as it needs to be visible legally to ensure they do not break the law and also to ensure that the customers can see the price of the product. Under the price making order made in 2004 the price of a product legally has to be shown for a customer to see.

product labeling
This is simply just a label displayed about the product that tells you key information to entice you to buy the product. The label is there to have a strong understanding of the product and gives any information that you may need to know. The labels must follow the trade description act made in 1968 and 1972.The act made in 1968 makes it an offence to have any false or misleading descriptions on a good or service and a false or misleading price of a good or service. For example if there was a sign saying that a product was on discount when it wasn't then the customer is entitled to either have the product at the discounted price or get their money back for the extra expenses they paid compared to the price shown on the display. The act made in 1972 requires that certain imported products are to have the country or origin clearly displayed on the label or product

display safety
health and safety must be taken into consideration in a retail environment especially with the product placement and arranging displays. When planning the layout of the retail store they must be aware of the environment and arrange the products in a way that they do  not break any health and safety procedures and if there was to be any health and safety risks then it will need to be addressed clearly for customers to read to ensure they are aware of them and ensure their safety.

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P3 - psychological techniques within two contrasting retail outlets (Asda and Peacocks)

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P3 - psychological techniques within two contrasting retail outlets (Asda and Peacocks)

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Psychological techniques are methods used by a company to make customers shop at their store for example the location or the signage that they offer.

Signage - This is signs placed around the store to help navigate round the store. the signs help the customers find the products they are looking for without having to ask for help. Signage is used to put customers at ease when they shop and reduce any stress they may find during their shop. If they needed any help they will also know where the customer help desk will be for any of their inquiries. Signage signs may consist of a sign saying what products are on an isle or what directions to take to get to a certain isle. toilets will also have a signage to show where they are for any customers needing to use that facility.

Store location - This is an important factor when analyzing a companies performance as an average company in the right location will be more successful than an average company located in a poor location. Location can increase a companies sales due to there being a higher footfall and the higher footfall the more chance of getting customers and making sales. Choosing a store location should be one of the most important things when planning to open a shop as you will need to make sure that people will see your store in order to grab their attention for them to become a potential customer.

Fixtures positioning - This is positioning merchandise on a fixture in the store. If a store is wanting to grab your attention with a specific merchandise they will typically put that fixture at the front of the store at an eye level to really entice customers into the product that they are selling. This is typically done in retail stores either when a new product comes into the store or they have a large discount sale. This method is used simply to grab customers attention on a certain product that is being sold within the store. The positioning of a fixture is really important when trying to maximize sales. Shoe stores use sizes to organize their fixtures for example the smaller size shoe will be lower down on the fixture as people with smaller feet are typically shorter people as shoe size and height contrasts one another most of the time. If the small sized shoes that are typically for smaller people were at the top of the fixture they most likely wouldn't be able to reach the shoes that are their size and can actually cause them to loose out on sales as thy will not be able o reach the product that they are wanting to buy.

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You will find that Asda are always placed in a location where they will have a high footfall to maximize their potential customers and reach as many people as they possibly can. They are normally located within a block of well know branded shops. For example in Phoenix Parkway there is an Asda store surrounded by other shops such as; Next, Range, Curry's PC World, Sports direct and other big branded stores. This location was selected as the store size is very big and easy to access as it has a large car park that people can park in free of charge. With the stores around Asda it is certain that they will have a high footfall and potentially a lot of customers which is what Asda want then looking for a location for their store. Similar to Asda Peacocks location is also surrounded by big brand named stores. For example there is a Peacocks located in the middle of thee WIllowbrooke shopping center in Corby. This store location is good as it has many big brand name companies surrounding it and a very high footfall as it is in the center of a town shopping center where everyone can see it.

Asda use signage to put their customers at ease when they shop in their stores. As Asda is a large store it is hard to navigate your way round to the products you are looking for so Asda use signage's in order for people to find what they are looking for without spending a long period of time shopping and stressing when trying to find what they are looking for. Customers say that signage signs can be the reason why they stay loyal to a store as they know their way round the store and are put to ease when doing their shopping. However Peacocks do not use signage in their stores which is actually a disadvantage as some customers may struggle to find the products that they are looking for and go to their competitors instead because they can find what they are looking for even if they were charging more.

Asda typically use the fixture technique when they have a new product or have something on a large discount sale to draw customers attention and potentially make sales. For example when Asda have a discount or an offer for such things like a box of celebrations they will typically have them stacked to about eye level in order to grab as much attention as if the product is eye level it is  more likely to be noticed by a customer. Asda also use their fixtures with product segmentation so each fixture will be a type of product that someone may be looking or so for example the shampoo's will all be placed on the same isle as that way it easier for customers to find the product in which they are looking for but also helps the employees when they are putting the products out on the shelves. This is not only putting the customers at ease as they can find their products easily but is also being time efficient as the employees will take less time to get the products out on the shelves. Peacocks also use fixture positioning but not as much as Asda does they group certain things together like jeans and jewelry but its not that specific as of where the products are placed in the store.

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Retailers use technology within their visual merchandising methods as a way to entice customers attention and also give them an easy access to all the information on the products that they need.

Interactive boards - This is shown to be a more entertaining way of display a presentation of a product than the old methods as this method is more enticing to the customers. It also allows a more creative way of presenting products to give better perspectives on the product and how it works as they can show videos and demonstrations on the product.

Scan as you go - This allows shoppers to scan the items as they pick them up to save their time when they are shopping. The quicker a customer can complete their shopping the more satisfied they will be as they will have  more time to do other things in their day. Using scan as you go also gets rid of the wait to scan your items at the end of your shop all you have to do is scan the scanner and then pay for all of your shopping which is very time efficient for customers.

Club cards - Companies such as Tesco's and Asda use club cards as a way of repaying their loyal customers. Each time they shop they have points rewarded to their club card. the points gained may be used for a discount on a product or maybe even a free product at times.

QR Codes - This is a 2D bar code that holds a massive amount of information. This allows customers to scan the products QR code for any other information they want to know that hasn't already been displayed. It can also help advertise as the QR codes can take you to a website that sells the product that can lead to you buying other products off their website.

Digital Media - This is audio, video or photographic media created electronically which may be used to either present the product, give demonstrations and information.

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Asda use the Scan as you go technique as a way to satisfy their customers. Their customers enjoy this technology method as it makes their shopping much easy and time efficient for them as they can scan each individual product as they put them in their basket rather than take everything out of their basket scan them and then put them back in the basket. This also allows the customers to leave their shopping in their basket ready to be taken to their car as all products have been scanned already and just need paid for.

Asda also have QR codes on each of their product so that a customer can scan the code to find any additional information on the product that hasn't already been given. This is really good as some products information doesn't fit on the packaging. It also allows such people that may have things like allergies to ensure whether they can have the product or not.

Asda also have their own club card system in play within their stores this allows the loyal customers to collect points for shopping at Asda for future benefits such as free items or discounts by using their points that they collect. Customers will feel encouraged to shop at Asda as they are being rewarded for being a customer which will continue to entice people to shop in their stores. Peacocks do not have a club card system but you can create an account that allows you to have access to deals that you might not find in any of their stores unless you are shopping online.

Peacocks do not use any of the technological techniques as it is not a very advanced store when it comes to visual merchandising.

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P3 - psychological techniques within two contrasting retail outlets (Asda and Peacocks)
P3 - psychological techniques within two contrasting 